Disney: Become Iron Man

Overview

In the run-up to the release of the blockbuster movie Iron Man 3, Disney were searching for innovative creative agencies that could enable their fans to explore their IP, characters, and worlds in entirely new and exciting ways.

Working closely with Disney and Marvel, we developed an ambitious concept: what if you could almost literally step into Iron Man’s suit, explore Tony Stark’s garage, and test the suit’s unique features?

We meticulously recreated Iron Man’s Mk XLII armour and Tony Stark’s opulent garage, furnished with sports cars, motorbikes, and previous suit incarnations as featured in past comic books and films. The next step: break the Mk XLII suit apart and understand and animate in minute detail every individual mechanism that enables its iconic prehensile propulsion assembly, as depicted in Iron Man 3.

In an unprecedented move for Disney and the film industry in general, we set about developing an entirely new approach to Augmented Reality: using Kinect to measure players’ proportions and enabling them to suit up in a perfectly fitted Mk XLII suit, just like Tony Stark.

Featuring a voice over provided by Paul Bettany, the voice of J.A.R.V.I.S. in the Iron Man films, players are then instructed to calibrate their suit, test the repulsor systems by shooting airborne targets, and finally take to the air themselves and fly around Tony Stark’s garage.

Results

Become Iron Man was rolled out globally, with installations in 18 countries and four continents around the world, including 20 separate installations in the UK. Become Iron Man became a world first; no other major film brand had adopted AR to this degree and scale ever before.

Become Iron Man was later adapted and became a core component of the Iron Man Tech exhibit at Disneyland California. In 2014, Become Iron Man was custom installed in the Disney Magic Cruise Ship, and then went on to feature in Discovery Times Square New York as part of the Marvel S.T.A.T.I.O.N. exhibit.